فصلنامه پژوهش های ارتباطی
پیاپی 92 (زمستان 1396)

The promotion of media literacy is one of the key factors in the use of media tools, which is very important and considered essential in policy making to develop media. The weakness of media literacy level is critical in the cultural and educational arenas of the community, so research is needed to understand the future of this area and policy making based on that. The research first, studied the status of media consumption in the country and then, governance issues and elements in media literacy policy making were considered based on the comprehensive international frameworks. After that, with the proper strategic analysis and a futuristic approach, promoters and influential components of governance on the formation of social responsibility corresponding to media literacy in the country were extracted. And more probable scenarios were analyzed by emphasizing the scenario planning method. Finally, media literacy policy making in the country were proposed.

The paper reviewing research texts in the field of general policy making of virtual space, provides a comprehensive classification plan for future research in this area. The study reviewed articles published in English-language research publications between 1979 and 2015, based on the existing literature.
Using a simple single-criterion method, according to the results, 427 articles from 267 valid scientific journals were identified. All of them were analyzed based on the year of publication, the number of papers in the selected journal, and topics in a particular area. This research, can be used for public decision making and policy making in this field as a comprehensive and valuable resource in policy making of virtual space.

This article examines conceptual metaphors and tropes in the form of advertising broadcasted from national media (IRIB). The theoretical basis for this research is the conceptual metaphor of Lakoff and Johnson, as well as their views on conceptual trope in which metaphor and trope are considered not only as verbal phenomena but also as reflections of mental processes. Advertisement is one of the manifestations in which featured conceptual metaphors and tropes. Metaphors are powerful tool for advertising. In this research, 75 TV teaser advertisements were analyzed in five different groups. The results showed that conceptual metaphors and tropes play a very important role in television advertising, so that more than 97 percent of the advertisements surveyed contain one or both of these cases. It was also found that cultural elements play an important role in the figuration of conceptual metaphors and tropes, which in turn leads to shape subjective metaphors in the hidden layers of the mind of the Iranian society.

Cyberspace by its functions and capabilities, has changed the way human interaction and how to express feelings. Phenomenology has been used in order to understand the process and how it evolves in the experience of user's lives. In this research, data collected through targeted sampling and in-depth interviews with 25 people who spend at least four hours a day in cyberspace. The extracted topics include three pivot themes of "Sense of Presence ", "Coming Out" and "Continuity". Sub-themes of “Sense of Presence” include “Meaning to Life”, “Other's Absence”, “Escape from the Real World”, and the “Emotional Drowning”, and coming out includes “Symbolize”, “Reduced Urgency”, and “Emotional Reductionism”. And also the sub-theme of continuity is the concept of "Emotional Infection". The results show that the emotional framework of the people selected to presence in cyberspace is based on their presence in the real world and their feelings. The social context of the presence of the selected users in city Qom with almost similar characteristics led users to consider the rule of such a situation as a kind of constraint and control, which makes it an incentive to come out their feelings. Finally, by immersing and linking their feelings in cyberspace to the real world, they still feel some kind of being real in the virtual world.

In society, faculty members and students have an important intellectual position. In today's mediated world, this group of people as the center of community science and knowledge, is influenced by media activities both inside and outside the country. They can have a great influence on increasing media literacy and information of other people in the community, as the intellectual leaders, with regard to LazarSfeld’s Two-Step Flow of Communication Model and Rogers’s Innovation Development Model. Studies show that the level of media and information literacy among this group of people is not well. The statistical population of the study is the media and information literacy experts and the data are collected based on semi-structured interviews to the extent that theoretical saturation was achieved. The research method is qualitative content analysis. The results show that universities, media, and guild-civic institutes play an important role in increasing media and information literacy of the community. At the end, some solutions are offered to the academic institution (higher education).

Today we live in the world of domination of information and communication technologies and developing of science and knowledge, so, being information literate is essential for everyone, especially students, along with having metacognitive skills and creativity. The main purpose of the research was to examine the relationship between media literacy and information literacy with metacognitive skills and creativity of students in Islamic Azad University of Islamshahr. The research method is, applied, quantitative, descriptive survey in terms of purpose, data collection, and the nature and type of study respectively. The statistical population is all undergraduate students of Islamshahr Azad University with the total number of 11289 people, among which 385 people were selected as sample. The data gathering tool for media and information literacy was a researcher-made questionnaire. Also, Schraw & Dennison metacognition awareness questionnaire and Abedi Creativity Questionnaire were used to measure Metacognitive skills and creativity. According to the findings, the relationship between media literacy and information literacy with metacognitive skills is positive. There is also a significantly positive relationship between media literacy and information literacy with the four factors of creativity: fluency, originality, flexibility, and elaboration.

We need media literacy to live in the present world. Given the importance of media literacy, different countries have begun essential training in schools. In this research, the effectiveness of media literacy training on the students of city Kerman has been examined. A quasi-experimental research was carried out with cluster sampling and the selection of treatment and control groups, each including 120 male high school students, during an educating course in Kerman. According to the results, the average total score of the student literacy in both the treatment and control groups was in the pretest of 2.2 out of 5, which was at the "weak" level. After the ending of educating course, the average student literacy scores of the treatment group in comparison with the control group increased by 99% confidence and reached 3.65, that is, the level of "good". Also, after the experiment period, the mean scores of students in the treatment group significantly increased in media literacy skills, namely, the ability to use media, analyzing, producing and sending media messages and critical thinking. Therefore, it can be said that the education of media literacy impact on the level of media literacy skills among students, hence its development is necessary in schools.